Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
416
Key Interview Statements 
“Convention centers need to be competitive and they need to be compatible with the prices that I can 
charge my customers.” 
“If you’re looking to book a facility for multiple years for the same event, are they willing to discount the 
rental for the space or give you other incentives to sign a long term contract?” 
“Facility pricing varies from facility to facility, so you look at the overall value that you’re getting for your 
dollar.”
Question 4: Do you think convention centers are branded? If so, what do you think of when you think of branding in 
relationship to your convention center experience? 
This question was not only thought provoking for the respondents but their answers proved to be quite 
varied. The major concern about branding of a convention center is that it is difficult for show managers and they 
thought attendees and exhibitors as well to differentiate the brand of a destination with the brand of a convention 
center. While the majority of the respondents (12 out of 21) said convention centers are branded within the 
convention industry professional network, by reputation, image, awareness and attitude, they did not feel convention 
centers are branded in a way that products are branded. In fact one respondent commented that he did not want the 
convention center to have a brand because it was his responsibility to put the brand of the show on the convention 
center. He viewed it as owning the space and putting the brand on the convention center to meet the objectives of the 
show without competing with the brand of the convention center. The two prominent themes of convention center 
branding were reputation and awareness.
Key Interview Statements 
“It’s the overall view of the destination; the city, it’s everything encompassing. I normally don’t think of 
the convention center as being a brand.” 
“From an industry standpoint, I think they do have a brand. I mean, being an operations director I know 
Orange County Convention Center versus Georgia World Congress Center versus Las Vegas Convention 
Center but I don’t know necessarily that folks that are coming to a trade show…I mean, they are coming to 
Orlando.” 
“Convention centers definitely have an image.” 
“I mean what popped into my mind when you asked that question was that the meeting planning world is 
not that big of a world, even though there’s all these trade shows. If a center has a few bad shows that don’t 
go well, that word gets out pretty quick. So, there is an image if they want it or not.” 
“I think part of the branding comes from the destination and the city itself and the perception of the city 
such as climate, safe, family oriented, and clean.” 
Question 5: What is the most important thing about your relationship with the convention center?
Show managers indicated that the people they work with at the convention centers play a critical role in the 
success of their shows. The most important themes were responsiveness, personal connection and trust, and special 
treatment.
Key Interview Statements 
“I mean for us, being limited on where we’re going, you know, price becomes a little bit less of a 
negotiating point. It is some of the perks that we get along the way that makes a big difference.” 
“Being responsive is critical, you know are they easy to get a hold of, do they respond back to you timely, 
can they answer your questions, and how many different people do you have to go to get the answer you 
need?” 

---